Microsoft Inclusion Journey
An engagement platform for progress
Our work on the Microsoft Inclusion Journey experience included developing strategic messaging. Our concept/theme was "Work in Progress" which served as a means for us all to consider that our work towards social justice is never done, and all of us are a work in progress. With such a bold statement, it was tantamount that we have representation that aligned with the cause. And as the experience was intended to be global, we also had to ensure the verbal and visual communication would resonate with international audiences.
Establishing tone and voice
Our first phase was a proof-of-concept exercise to support the DEI team in securing support and funding from internal leadership. For that to happen, our strategy had to be bold, and the story authentic. What we needed to create was part messaging framework, part campaign, and all experience.
After multiple rounds of story and messaging development, we crafted a pitch that wove a narrative around our final concept, “Work in Progress,” through strategy, verbal expression, and a unique new visual language for the company.
The result was overwhelming support from stakeholders, leading to the second phase of the project, which was to build the experience and produce original content for it.
Purpose and authenticity
We had to execute the photography in the middle of the pandemic, requiring subjects to be captured individually, even in group shots. Then we had to composite them together and sketch a world in which they would ultimately exist. It took an exorbitant amount of pre-visualization and airtight planning.
We aimed for inclusivity in our campaign by thoroughly considering various demographics such as ethnicity, cultural background, gender, age, ability, and religion. To ensure authenticity, we screened potential cast members with panels representing each group. Our diverse production team executed the photoshoot, and final imagery underwent stress-testing by these panels. Adjustments were made to respect cultural norms, such as refraining from showing feet on furniture in certain cultures.
This methodology allowed us to maintain representation across multiple diverse groups as well as ensuring relevancy to an international audience.
Journey realized
Working in collaboration with multiple contributing teams, we structured and designed an experience bent on provoking conversation and evolving as a lasting venue for engagement. And our visual language was so well-received that it was adapted and employed for Microsoft’s first ever Include event. With over a million visitors to the Inclusion Journey in the first month, it was marked as an immediate success on all fronts.
“WOW! This is the sentiment I have, as do many others, about the incredible work this team has done in partnership with GD&I to bring the Inclusion Journey site from an idea to a reality. From the assets, creative, and endless reviews, to the site experience and end-user-first approach—we could not have done it without the expertise and hard work from each and every one of you.
On behalf of Global Diversity & Inclusion Team and Microsoft—thank you. We appreciate all the long hours, passion, teamwork, and effort that has gone into this. Congratulations on a successful site launch and all that this encompasses.”
Lindsay-Rae McIntyre
Chief Diversity Officer, Microsoft